SCDL

Program Name: PGDBA

Subject: Marketing Research
Assessment Name: MR - Exam
Weightage: 70
Total Marks: 70
Duration: 80 mins

Online Examination:

Online examination is a Computer based examination.

Online examination comprises of Total 29 Questions - Out of 70 marks.

Duration of online examination will be of 1 Hour 20 minutes (80 minutes).

Section - I Instructions:

- It is compulsory and has total 3 Subjective Questions.

- Students are required to solve any 2 Subjective Type Questions. Each question is of 5 marks.
- Section – I is out of 10 Marks.

Please refer following instructions regarding Subjective examination:

- While attempting subjective examination Text formatting facility will be disabled such as use of bullets,
making the text bold, underlining the text etc. Only normal character on the key board will be available.
- Special characters available on the keyboard will be allowed.
- Students can not attempt more than 2 questions out of given 3.
- A blank (space typed) or any entry in the space provided will be considered as question is answered.
- Hand written answers are not allowed. Subjective test can be answered by using key board.
- No brail support shall be provided, but writer assistance shall be allowed. The student has to intimate it to
SCDL well in advance by completing applicable formalities.
- Answers for both the questions should not exceed more than 110 words. The maximum word limit per
answer is 55 words (for Subjective part).

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1) What are the characteristics of mode?

(5)

Mode is the value that occurs most frequently; Lower limit of the modal class; difference between the
frequency of the modal class and the frequency of the class immediately preceding it in distribution;
difference between the frequency of the modal class and the frequency of the class following it; size of the
interval of the modal class.

2) What is cluster analysis? List the different steps used in cluster analysis.
(5)

Cluster analysis is used for market segmentation. Through this technique, objects/cases are classified into
relatively homogeneous groups called clusters. Objects in a cluster are similar to each other but tend to be
dissimilar with other clusters. Steps in Cluster Analysis: (1) Define inputs (2) Compute distance (3) Select
a clustering procedure (4) Decide the number of cluster (5) Intercept the cluster profile (6) Asses validity.

3) Write a note on Descriptive Study.

(5)

A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups,
such as age, sex, educational level, income, occupation, etc. In contrast to exploratory studies, descriptive
studies are well-structured. Descriptive research is a type of conclusive research.

Section 1 is complete.

Please click on "Next" button to proceed.

Section - II Instructions:

- It comprises of Objective Questions Only.

- Total 60 marks are allotted for objective type questions.
- The objective questions are of following type and carries marks as given under.

Multiple Choice Multiple Response : 4 Questions - 16 Marks (Each 4 marks)

Multiple Choice Single Response : 9 Questions - 18 Marks (Each 2 marks)
True or False : 5 Questions - 5 Marks (Each 1 mark)
Select a Blank : 5 Questions - 5 Marks (Each 1 mark)
Match the Column : 4 Questions - 16 Marks (Each 4 marks)

Total Questions : 27
Total Marks : 60

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1) consumer goods does not need acceptance.

(1)
1] True
2] False

2) collection of data from each member of the population of interest

(2)
1] census survey
2] market survey
3] survey in detail
4] survey in general

3) during the course of research, sampling occurs

(2)
1] frequently
2] rarely
3] periodicly
4] generally

4) steps involved in the :BLANK process must be clear.

(1)
1] sampling
2] blocking
3] testing
4] cross-checking

5) Match the Following

(4)
1] decision maker 1] one who decides
2] budget 2] financial plan
3] universe 3] population
4] particular element of product 4] specific charactristic of product
5] deciding authority
6] technical features of product

6) scale once formed should be tested

(1)
1] True
2] False

7) desired :BLANK is as per questionnaire

(1)
1] response
2] reaction
3] data
4] information

8) respondents can be :BLANK by use of incentives

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(1)
1] made co-operative
2] informative
3] useful
4] hostile

9) Match the Following

(4)
1] mail 1] postal surveys
2] experimentation 2] tightly controled method
3] audiometer 3] mechanical observation
4] contrived observation 4] artificial stimulus
5] courier services
6] planned activity

10) Small errors during data collection

(2)
1] can lead to misleading results
2] can be tolarated
3] are not acceptable
4] is a general practice

11) Without coding analysis of data would be

(2)
1] weak & ineffective
2] impressive
3] meaningfull
4] very effective

12) Inductive reasoning leads from a

(2)
1] particular instance to general principle
2] general instance to general principle
3] particular instance to particular principle
4] particular instance to specific principle

13) Researcher must give importance to analysis.

(1)
1] True
2] False

14) Successful :BLANK of research is very important.

(1)
1] implementation
2] calculation
3] costing
4] working

15) Match the Following

(4)

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1] Readership per cpy of publication 1] daily sales figure of a newspaper

2] Rate of advertisement 2] cost of advertisement
3] Positioning of adds 3] proper placement of adds in newspaper
4] Opening inventory 4] starting stock
5] price of adds
6] closing stock

16) Match the Following

(4)
1] Alderson & Green 1] welknown authority on forecasting
2] To see the future 2] Forecasting
3] Potential sales 3] probable sales in future
4] Purchasing power 4] buying strength
5] economic capability
6] specific strength

17) Problem analysis is related to

(2)
1] problems experienced by consumers
2] problems not experienced by consumers
3] problems experienced by researchers
4] problems experienced by management

18) Always distribute handouts before

(2)
1] oral report presentation
2] non-oral report presentation
3] oral report acceptance
4] oral report approval

19) Marketing decisions can be

(4)
1] tested against the models
2] supported by the MR
3] fruitful for future developments
4] costly in view of limited resourses

20) Marketing research can not be problem solving or oriented

(1)
1] True
2] False

21) Sub-types of open-ended questions are

(4)
1] free response
2] probing
3] ranking
4] scales

22) Research objectives may be

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(4)
1] disguised in questionnaire
2] implied in questionnaire
3] clearly expressed in questionnaire
4] compulsorily expressed in questionnaire

23) Ranking does not involve complex trade offs

(1)
1] True
2] False

24) Size of sample depends on :BLANK required

(1)
1] degree of precision
2] information
3] data
4] analysis

25) Stock Turnover Ratio indicates

(2)
1] number of days stock is going to last
2] number of weeks stock is going to last
3] number of months stock is going to last
4] number of years stock is going to last

26) Cross readership involves

(4)
1] duplication among publication
2] close substitute publication
3] mirror image publication
4] crosschecking publication

27) Analysis of data often includes

(2)
1] a simultaneous interpretation of results
2] a paraller interpretation of results
3] a separate interpretation of results
4] an isolated interpretation of results

Section 2 is complete.

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